Self-Congruity A Myth Or Reality In Shaping Tourist Satisfaction And Destination Loyalty

Abstract

The study aimed to conceptualize the role of self-congruity and satisfaction from the perspective of tourists, especially in the context of destination loyalty. By collaborating with tourism organizations to enhance and bridging the gap between symbolic image of destination among tourist, and tourism policy makers would become aware of the self-congruity as well as its role in developing post purchase behaviour. The study determines that self-congruity has influence tourist satisfaction, and the relationships between self-congruity and loyalty for tourist destinations. In this study, respondents are chosen from a population of domestic tourists visiting to the nature-based destination in Gilgit Baltistan randomly. The proposed model takes into account self-congruity, tourist satisfaction, and destination loyalty. Factorial validity would be conducted and structural equation modelling through AMOS version 24 will be used to analyzed the model fitness. A study such as this one may provide useful and appropriate information to the stake holders for developing tourism strategies that can be implemented by tourism organizations.